Plans to launch a loyalty scheme for patrons had been first unveiled by Frasers Group chief buyer officer David Clark in June 2024.
Initially set to launch in July final 12 months, the membership scheme intends to drive loyalty and observe shopper behaviour in Sports activities Direct shops, which Clark described as a “blind spot”.
Members will profit from tailor-made rewards and affords, accessible in-store and on-line at Sports activities Direct UK. Frasers Group stated it is going to be working carefully with valued manufacturers, together with Everlast, to reward Sports activities Direct members for his or her loyalty by prime tier advantages and entry.
Michael Murray, CEO of Frasers Group, stated: “Sports activities Direct Membership marks the subsequent step within the digital transformation and elevation of our retail enterprise, with the intention of delivering a very seamless omnichannel procuring expertise. It will permit us to know our clients even higher, and in flip, they may profit from distinctive, personalised affords from their favorite main sports activities manufacturers and derive extra worth once they store at Sports activities Direct. Our ambition is to increase these rewards to all our clients, rolling out related Membership programmes throughout our different fascias, together with Flannels and Frasers, in future.”
Frasers Group additionally affords a buy-now-pay-later service often known as Frasers Plus.
Sportswear rival JD Sports activities launched its ‘JD Standing’ loyalty programme within the UK in October 2023. The app-based membership scheme had round a million members as of Could 2024.
Final week, luxurious division retailer Selfridges introduced it is going to reward clients for his or her time spent in-store as a part of a brand new replace to its Selfridges Unlocked loyalty scheme.
